Impossible Burger Launches In Australia

The popular plant-based Impossible Beef Burger has made its debut in Australia, now available at Grill'd restaurants across the country as well as at Butter in Sydney. The flagship product from Californian brand Impossible Foods has been introduced at over 150 restaurants having already been held in high regard around the world.

The uniqueness of Impossible's burger compared to the many other plant-based alternatives in the category is the use of heme, an essential molecule found in all living plants and animals, something which makes it taste so much like beef.

The mission of the brand is to help create change and save the planet, stating on its website - By eating meat made from plants instead of meat made from animals, we can drastically cut our carbon footprint, save water supplies and help ensure that our precious Earth is here not just tomorrow but for future generations. With Impossible Burger, it's never been more delicious to save the planet.

QSR chain Grill'd will be offering four versions of the Impossible burger, sitting alongside its already extensive plant-based range:

Impossible™ Simply Grill'd - Impossible™ patty paired with cos lettuce, tomato, Spanish onion and a smearing of relish and herbed mayo

Impossible™ Vegan Cheeseburger - Impossible™ patty paired with vegan cheese, dill pickles, Spanish onion, Dijon mustard, fire roasted tomato sauce and vegan mayo

Impossible™ Garden Goodness - avocado, beetroot, cos lettuce, tomato, Spanish onion, nestled in with a meaty Impossible™ patty, tasty cheese, relish and herbed mayo

Impossible™ Australian - Impossible™ patty, tasty cheese, beetroot, cos lettuce, tomato, Spanish onion, fire roasted tomato sauce and our special Backyard Burger Sauce (a tangy, pickle-led sauce whisked with whole egg mayo).

thefoodpeople's Head of Market in Australia, Alison Swindells tried one herself, saying: "I tried the Impossible Australian and it was great, very smoky and the closest plant-based product I've tried to real beef."

Alongside the restaurants taking Impossible burgers onto their menus, large scale distribution companies including Beak & Johnston are also jumping onboard too and embracing the plant-based movement in Australia, something that's sending a strong message - a sign of things to come.

If you're based in the APAC region and interested in finding out more about receiving regular trend updates from across the food & beverage industry, get in touch with Alison today, here.